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Business

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Business & Strategy Planning Digital Marketing Workshop Tharwat Abouraya, CTIE Cairo, Egypt 19 December, 2012 * SAMPLE * SAMPLE * SAMPLE * SAMPLE * SAMPLE ... – PowerPoint PPT presentation

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Title: Business


1
Business Strategy Planning Digital Marketing
Workshop
Tharwat Abouraya, CTIE Cairo, Egypt 19 December,
2012
2
YEHIA-IZ-ATIONSuccess Example
  • Believe/Decision
  • Calculated risk Financial investment
  • Passion Is contagious
  • Focus A single goal
  • Staffing Select best of the best
  • Training Specialization
  • System Organization
  • Commitment stick with it, stay the course

3
Digital Marketing Strategy Steps for success in
TOURISM
4
Strategy defined
  • Marketing strategy is a process that can allow an
    organization to concentrate its limited resources
    on the greatest opportunities to increase sales
    and achieve a sustainable competitive advantage.
  • en.wikipedia.org/wiki/Marketing_strategy

5
6 Really Big Strategy Points
  • 1 Social Media
  • Marketing and PR cant
  • control the message anymore

6
6 Really Big Strategy Points
  • 1 Social Media
  • Marketing and PR cant
  • control the message anymore

2 Mobile People are connected everywhere, all
the time
7
6 Really Big Strategy Points
  • 1 Social Media
  • Marketing and PR cant
  • control the message anymore

2 Mobile People are connected everywhere, all
the time
Two more really big things
3 Privacy Big data gives the capacity to know
more about people than ever before
8
6 Really Big Strategy Points
  • 1 Social Media
  • Marketing and PR cant
  • control the message anymore

2 Mobile People are connected everywhere, all
the time
Two more really big things
3 Privacy Big data gives the capacity to know
more about people than ever before
4 Engagement Most people will like and
follow but not actively engage
9
6 Really Big Strategy Points
  • 1 Social Media
  • Marketing and PR cant
  • control the message anymore

2 Mobile People are connected everywhere, all
the time
Two more really big things
3 Privacy Big data gives the capacity to know
more about people than ever before
4 Engagement Most people will like and
follow but not actively engage
And two more
5 New technology No need to be first in
everything, especially if you dont know where
it fits in a marketing campaign
10
6 Really Big Strategy Points
  • 1 Social Media
  • Marketing and PR cant
  • control the message anymore

2 Mobile People are connected everywhere, all
the time
Two more really big things
3 Privacy Big data gives the capacity to know
more about people than ever before
4 Engagement Most people will like and
follow but not actively engage
And two more
5 New technology No need to be first in
everything, especially if you dont know where
it fits in a marketing campaign
6 ROI Difficult to measure the
individual impact of every step in a
marketing campaign
11
Strategy Points for enrollment success
12
Digital strategy steps
  • First impression online is critical
  • Top tasks from customer viewpoint

13
Digital strategy steps
  • First impression online is critical
  • Top tasks from customer viewpoint
  • Use data to craft targeted advertising

14
Digital strategy steps
  • First impression online is critical
  • Top tasks from customer viewpoint
  • Use data to craft targeted advertising
  • Simple online inquiry forms help ROI

15
Digital strategy steps
  • First impression online is critical
  • Top tasks from customer viewpoint
  • Use data to craft targeted advertising
  • Simple online inquiry forms help ROI
  • Immediate inquiry response
  • Telephone, email, or texting

16
Digital strategy steps
  • First impression online is critical
  • Top tasks from customer viewpoint
  • Use data to craft targeted advertising
  • Simple online inquiry forms help ROI
  • Immediate inquiry response
  • Telephone, email, or texting
  • Continuing response unless told to stop

17
Digital strategy steps
  • First impression online is critical
  • Top tasks from customer viewpoint
  • Use data to craft targeted advertising
  • Simple online inquiry forms help ROI
  • Immediate inquiry response
  • Telephone, email, or texting
  • Continuing response unless told to stop
  • New role for video storytelling

18
Tourism Strategy/Business Plan
19

20

21

22

23
2013

24
2013
2013
25
Tourism Strategy/Business Plan
Mission/Vision

Objectives
Strategy Components
Actions/Initiatives Milestones/Dates Accountable Party/Assignment
26
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27
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28
If you dont promote, a terrible thing happens
29
Integrated Tourism Marketing
Sponsorships
eMail Marketing
Blogs/Story Telling
SEO
Webinars
Integrated Tourism Marketing
Event Marketing
Print Display Ads
TV Ads
Direct Mail
Press Releases
Radio Ads
On-line ads
30
Measurable Marketing
31
Marketing Calendar
SAMPLE
32
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33
Timeline
December 2012 Created draft plan January 2013
Finalize and communicate January 2013
ongoing Track April 2013 Review Q1 July
2013 Review Q2 October 2013 Review Q3
34
A Successful e-Marketing Program
Website and social media must match your target
users mindset and expectations.
35
Thanks for being here!
36
Positioning your tourism story to the media
37
Tourism beyond the travel pages
Always a struggle for travel to get foothold in
business or news pages Not viewed as a
systemic industry in Western media like banking,
financial services, property Not an industry
full of conflict, like defense, construction, oil
gas Not glamorous, everyday or modern, like
fashion, consumer goods, or telecoms
38
How editorial decisions are made
Significance the wow factor. 1bn tourists
sounds like a lot, but we all go on holiday
Exclusive if the figures are widely available,
there is less reason to prioritize them
Personal impact 2 trillion of tourism GDP
means little to the reader, a 10 hike in holiday
prices hurts the wallet Conflict makes for a
better story, why theres a rich tradition of
boxing and war journalism
39
First contact
Who covers leisure/travel? What is their
deadline (monthly, weekly) Can you get a
background meeting with reporter/editor? Can
you provide tips that give a journalist ideas for
a story? The journalist is not there to get
your message across!
40
Pitching a story
  • Is the story interesting beyond the industry?
  • Whats the real world impact?
  • Has the story been written somewhere else
    already?
  • Can reporter speak to senior level contacts to
    validate information?
  • Can you guarantee exclusivity?

41
Moving up the editorial ladder
If the journalist has been interested, stick
with him or her as they become more senior If
the stories are being covered often and given
space, ask to meet a chief executive
Incentivize meeting with promise (and then
production) of some good tips
42
What a news story is
A punchy intro of no more than 28/30 words
A second paragraph explaining the meaning of
the intro the what and real what Big
names, big numbers, significance or shock Can
be cut from the bottom more detailed
information is further down the article Blogs
can promote news stories do not
43
Facilitating access
Most journalists do not trust PR people To
gain trust you must provide a string of
legitimate tips Provide interviews with chief
executives and chairmen, background meetings with
senior directors better still, they should get
in direct contact themselves Dont over-brief
the directors do make sure that they know that
what they say could be printed or broadcast
44
The negatives
Greater media exposure if plans go wrong (see
Travelport flotation) Rivals, former employees
more likely to tip-off journalists about a
companys problems The message is rarely
what ends up in the story journalist and reader
needs are different from the organization's
Unintended leaks
45
Mitigating the negatives
Build a strong relationship with reporters.
Do not get angry that your message isnt in
the story. Do not deny bad stories that are
true.
46
Examples from WTTC Week 1 News
Willie Walsh criticizes Richard Branson Why
is this a story?
47
Examples from WTTC Week 2 Travel Feature
The tsunami in Japan News hook damage
on the ground Feature angle rebuilding
tourism Not just a promotion
48
Exercise Which story?
International Airlines Group buys BMI - up to
1,200 jobs thought to be at risk 2012 to see 1
BILLION international tourists Egypts tourism
economy recovers following the Arab Spring
Thomas Cook brings in restructuring experts to
sort out its debt problems London hotel rooms
to be empty during the 2012 Olympic games
49
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50
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